One of the important contributions of corporate marketing research lies within the relationship between corporate identity and corporate image. At the centre of this relationship is the social construction process through which corporate actors (at senior management level) express specific...

The paper re-examines the meaning of corporate branding from a conceptual and an interpretive methodological perspective through a two-stage process. The first phase is dominated by a semiotic deconstruction of corporate advertisements of four of the largest banks in Nigeria. The second engages...

Over the years, brand-building arguments have focused on process models; that is, brand-building and formation processes developed from historical and cultural foundations of the brand visionaries. They are then translated to the vision statements of corporate brands and the internalization of...

Over the vast discourse on corporate identity (CI), several CI models have been proposed – each with their respective elements, theoretical and empirical justifications for incorporating the corporate identity elements. These justifications are at the centre of where various scholars differ in...

Over the years, employer branding has not enjoyed as much attention in the branding literature. This led the researchers to try to locate a theoretical and conceptual basis of employer branding based on a review of the literature. As such, the literature revealed seven applicable models which...

Conceptual frameworks for “marketing” and “strategy” were developed with the aim of finding common grounds to form a social theory framework for strategic marketing. This was carried out by reviewing and distilling relevant contributions in the marketing and strategy literatures. Models...